CHAPTER 5: CASE ANALYSIS
5.3 Findings
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The relationship between IT-enabled collaboration with partners and performance shown in Figure 5-5-a is positive. In a similar manner, we examine hypothesis H7, which concerns the relationship between IT-enabled collaboration with customers and performance. Figure 5-5-b shows a positive relationship between the two. The only exception is case A2, which is rated Medium in IT-enabled collaboration with customers but Low in performance. Although A2 sometimes replies to customers’
questions on the Internet, it is not clear that it drives sales and relationship building.
The results of our analysis generally support our hypotheses.
Figure 5-5-a Figure 5-5-b
5.3 Findings
According to our research and interview results, we found that operant resource as the key factor for SMEs to engage in more IT-enabled collaboration with partners and customers. For those cases that highly participate in IT-enabled collaboration, their operant resources are in a greater amount such as good computer skills, change or innovation intentions, and customer relationships management. Take A4 for example, they have better computer skills than other SMEs and are able to employ free
channels promoting themselves; A7 is innovative and change-oriented in proactively developing new services; also, A5 manages good relationship with customers not only at the moment but also after service.
“I think that compared to other SMEs in Yilan, my IT capability is better than others. I know how to use many free IT channels to promote our B&B.”
(A4)
“Now, I want to develop some DIY activities, like with these leaves.
Manufacturing may turn these leaves from trash to gold.” (A7)
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“Last time, a group of customers came here and took pictures. They posted the pictures on Facebook, so I ‘like’ it and said welcome back. After that, the entrepreneur came to Yilan and brought me a radish cake.” (A5)
In contrast, for those cases that rarely participate in IT-enabled collaboration, their operant resources are in lower levels. For instance, A8 do not use computer and not willing to change anymore; A6 don’t pay much attention to customer relationships.
All these reasons influence the inclination of IT-enabled collaboration engagement.
Therefore, when IT operators want to promote these kinds of IT collaborative platforms, they could target on businesses that own more operant resources to get more adoptions.
“I don’t use a computer. My eyes are not too good.”(A8)
“No…change is the next generation’s affair. I will not change, and I think conditions are currently pretty good.”(A8)
“Customers come by themselves. I do not have a good memory…A customer said he has came here before, but I still forget who he is.”(A6)
Besides, the SMEs also have some practical concerns about the IT collaborative platform from our interview insights. The top issues they mentioned are “Free Charge”, “Easy to Use” and “High Exposure”. Some SMEs like A8 focus on how much they should pay; some other SMEs recommend that the platform must be easy to understand; still others consider the exposure rate that the platform could perform to gain better advertising effects. All these topics show that IT operators need to take into consideration while developing and positioning IT collaborative platforms.
“Does it cost? If the answer is yes, I don’t need that.”(A8)
“If you want to develop this kind of platform, easy to use is most important.
Like blogs or Facebook, the operation is simple and easily to know where to click.” (A1)
“The exposure of Mei-mei-mei(website) is OK, many customers got our
information from that. But now…the advertising effect of blog is not as well as
before, uh… maybe their attention turned to other platforms like Facebook.”(A2)
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6.1 Summary
Playing an important role in the Taiwanese economy, small- and medium-sized enterprises (SMEs) represent the main force of economic growth in Taiwan. However, due to resource limitations, they are forced to provide better products and services to customers on their own. Many studies have shown that SMEs can benefit by collaborating with other businesses and co-creating value with customers.
In our study, to determine the key resources contributing to IT-enabled collaboration and SME performance, we reviewed the related literature and constructed a resource-based framework for analyzing IT-enabled collaboration. The new resource constructs in our research include (1) operand resources, (2) operant resources, (3) resource complementarity and (4) resource similarity. We then developed the research framework and a set of hypotheses concerning three items:
SME resources, IT-enabled collaboration and SME performance. In addition, our research targets are SMEs in Yilan Mt. Pillow Leisure Agriculture Area that are in the service industry. To test the proposed hypotheses, we chose eight cases and conducted two interviews for each case to gather useful insights about these firms’ resources, the nature of their IT-enabled collaboration and their performance. Following the data collection and case analysis, we found support for several of our hypotheses in our interview results.
Through our research, we found that operand and operant resources both have a positive effect on IT-enabled collaboration. Moreover, between operand resources and operant resources, the latter contributes more than the former to IT-enabled collaboration. Furthermore, IT-enabled collaboration with partners as well as with customers has a positive relationship with SME performance, which indicates the positive impact of IT-enabled collaboration on performance. In summary, we find operant resources to represent a key factor leading SMEs to engage in IT-enabled collaboration and further stimulate performance.
6.2Limitations and Implications of Future Research
Two hypotheses are not supported in our study: complementary resource and similar resource status between SMEs toward IT-enabled collaboration with partners.
Because of data limitations, we cannot thoroughly gather information on cooperation between SMEs. To measure complementarity or similarity between two partner SMEs,
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we require the overall resource details of all SMEs in the area in addition to the eight cases because an alliance may not formed solely among these eight SMEs. In addition, there is a lack of backstage details on IT platforms concerning those whom SME actually interacts and communicates with. Therefore, in future research, we can extend the research objects to all areas and promote unified collaborative platform with which we can easily obtain data, such as uVoyage, an integrated tourism services collaborative platform developed by the National Chengchi University Service Science Research Center (SSRC). This is a challenge to overcome in the future.
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Appendix A: Question List for the Interview (Chinese version)
Section 1: SME Resource
商家擁有的土地大小、廠房設備與其他同業相較…?
商家擁有的資金他同業相較?收入是否足夠?
商家是否為合法立案的?符合農地使用辦法?產品經過衛生檢驗?
商家經營的人力投入，全職或兼職?
商家使用電腦的能力及頻率?
商家是否有創意發想、願意改變的思維？如，對現狀是否有想要改變的地方？當 初的轉型是主動或被動？
商家是否樂於接受新知，持續學習？如數位機會中心的課程 服務後顧客的滿意度、回流率及推薦他人的意願？
有合作的商家數量？對合作的態度是機及或拒絕？
列舉合作的商家名稱，期間溝通的方式為何？是否有藉由 IT 的幫助？
如何選擇合作的對象？如，異業、服務品質。
Section 2: IT-enabled collaboration
使用了哪些以資訊科技為基礎的合作平台？
對於使用科技化的平台的意願有多高？
透過科技化平台與其他商家或顧客溝通的頻率？
透過科技化平台與其他商家或顧客的接觸數量？
對於這些平台有什麼樣的建議或是問題？
Section 3: Performance
透過使用資訊科技的平台與商家或顧客互動，是否能因而增加銷售？
透過使用資訊科技的平台與商家或顧客互動，是否能有效的提高設備使用率？
透過使用資訊科技的平台與商家或顧客互動，是否能因而認識新的商家或顧客？
透過使用資訊科技的平台與商家或顧客互動，是否能與商家或顧客建立更良好的 關係？
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Factor Item Definition / Evidence Independent Variables Operand resources 商家的設備規模 低/平/高
商家的財務狀況 勉強/平衡/盈餘
A1 A2 A3 A4 A5 A6 A7 A8 Low/Medium Low/Medium Medium High Medium Medium Low Medium
A1
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Factor Item Definition / Evidence Independent Variables Operant resources 電腦能力 幾乎不用/基本操作/有效利用
改變學習的意願 拒絕/被動/主動
Medium Medium Medium /High
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Factor Item Definition / Evidence Independent Variables Resource
complementary
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Factor Item Definition / Evidence Moderating
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Factor Item Definition / Evidence Moderating
Variables
IT-enabled collaboration with customers
The frequency of the firm to communicate with customers through the IT-enabled collaboration.
A1 A2 A3 A4 A5 A6 A7 A8
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Factor Item Definition / Evidence Dependent Variables Performance 收入增加/顧客關係/商家關係
A1 A2 A3 A4 A5 A6 A7 A8
A1 透過 Facebook 與商家維持不錯的互動關係，並且利用此增加商品部分的銷售金額。→Medium
A2
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受：例如說我們一些業者，你跟他還蠻好的，然後你又跟他是朋友，那 我也知道我可能認識你，但可能沒交集，但可以試著加他看看。
A7 由於剛轉手尚未開始經營，所以跟顧客之間的關係還沒完全建立，而目前透過 Facebook 認識 新的商家並與附近商家保持密切互動。→Low to Medium
A8
訪：你有沒有覺得用網路那種比較多人來？
受：我跟你說，我這邊人來都是看 DM，看什麼放牛吃草。
受：(商家間)都打電話啦，不然就叫客人直接跟他們聯絡。
A8 的都是靠實體的宣傳工具來增加銷售量，與顧客和商家的互動主要都是靠電話，並不會使用 網路來聯絡。→Low